Watching awards shows used to be a fun experience, full of entertainment. The show hosts were some of the biggest stars in Hollywood and the night usually opened with a performance by some of the most talented people in the industry. Songs, skits and clever joke writing kept the viewing audience entertained with self-deprecating humor that reflected the attitude of fans of film, stage and music worldwide. Acceptance speeches were kept short to focus more on entertainment and creating anticipation for what would happen next. There were always surprises that kept the audience on the edge of their seats. The schmoozing and thank you lists were the most boring part of the show, unless the winners did or said something outrageous.
Watching The Oscars on Sunday night had none of that whatsoever. The pandemic caused the show to become a bland, generic, narcissistic array of boring speeches only appreciated by those in the room. When one of the most talented actors in the business was coerced to twerk, it became the highlight of the show. It seemed to be the only part of the broadcast where spontaneity produced a memorable moment. It added personality to the show.
Radio is turning into an awards show. The lack of relatable moments brought about by out-of-the-market tracking and the demise of local personalities is slowly turning radio stations into something unfamiliar to the audience. If the music a radio station plays is available anywhere, anytime, the art of the on-air personality is the only thing that differentiates our stations from each other. Where has it gone? Some say it’s a rebirth of our industry that weeds out the dead wood much like a bowling alley button does. If that’s the case, we should be left with some of the most talented people in the business, but we’re not.
The digital platforms of web, social media and podcasting have taken the place of radio personalities who know how to attract, entertain and keep an audience coming back for more. We still need to breed fans of our stations and reinforce the companionship they appreciate and expect from us. It’s not going to happen organically. It needs to be promoted, coached and structured to achieve audience growth and long-term loyalty.
Listen to your station as if you were competing against yourself. How would you attack your station? It’s certainly not by a well-produced piece of imaging or a great hour of music. It’s about your talent on the air. They are the ones that listeners comment on, engage with and consider themselves fans of. Coach them, encourage them, reward them, then put them on stage and watch them shine.
